Today’s market wants more natural flavours, calorie-conscious options and low-sugar drinks. This has meant a major shake-up of the brand portfolio in recent times as Coca-Cola has traded off their well-known brand and diversified their product range.
In the last twenty years they’ve introduced; Diet Coke, Coke Zero, Caffeine Free versions of the drink as well as flavours such as Strawberry Guava, Ginger Lime, Feisty Cherry and the launch of an energy drink.
No longer is their strategy about getting one drink in front of everyone but instead getting the right drink in front of the right person. The biggest casualty of this? It might be that original drink. We have already seen in that there has had something of soft re-position with campaigns placing original Coca-Cola it less as a drink for everyday and more towards special occasions. Perhaps the Coca-Cola drink we all know might only be a small part of the range in years to come.
Wrapping it up
We’ve now taken a whistle-stop tour of Coca-Cola’s 130 year history, but what have we learnt? When it comes to keeping in front of our customers, we can see the importance of having strong brand values over a sustained period of time. We can also see that even if you’ve got a few billion dollars to throw at advertising (wouldn’t that be nice) it is more difficult to get in front of customers than ever before. Your best bet is to stop trying to be everywhere and just be in front of the right customer. Which sounds easy. Yet is something even the world’s biggest brands are struggling to do.